Independent Exhibitors Film Bulletin (1960)

MERCHANDISING EXPLOITATION DEPARTMENT f MPAA 'Big Year' Campaign Stimulates Press Response Both the press and the general public are sponding to the MPAA Advertising and Pubry Directors drive to convince Americans that 1)60 is "the big year of motion pictures," rented Philip Gerard, chairman of the publicity wrdinating group, and Si Seadler, chairman of e ad-pub committee, at a recent press conrence. "We have embarked on an information camtign to tell the press what is happening to e industry," said Gerard. "It"s a strong, upfat story. It's being received with strong ithusiasm," he added. Up to now, the Universal showman pointed jt, "The national press hasn't really caught i to the changes that have taken place in the dustry. Now we think they general and ecial news publications are finally coming ound to our way of thinking, and we hope get them to stop singing the blues . . . not paid announcements, but through publica>n of straight facts. To date," he concluded, ear-end roundup stories, and stories of the cade now ending, have been optimistic . . ." The industry's hopeful outlook as reiterated MGM's Seadler. "Producers and exhibitors e more optimistic than they have been in ars," he stated. "Business for the first ten onths of 1959 indicates (that) the presence d spirit of 'upbeat' is upon the industry ain." With TOA, National Allied, ITOA, MPTA and COMPO all working with the PAA to deliver this message of optimism, X'e should make a big stir" in newspapers ross the country, Seadler declared. Not to be erlooked, either, he pointed out, are the imrtant favorable "side effects" that such a >ry could have on Wall Streeters, stocklders and industry personnel. As outlined by Seadler, the publications prowill make its point to the public through BRODSKY'S NEW SPOT Jack Brodsky is now 20th Fox's New York press contact, announced Edward E. Sullivan, publicity director. Brodsky, a Fox publiciteer since 1957, will deal with the personnel and critics of the N. V. newspapers, as well as coordinate publicity w ith several national magazines. Michael Selsman, Sullivan also disclored, replaces Brodsky as New York tradepress contact. During his five years with Fox, Selsman has handled various other ad-publicity assignments. MGM'S Si Seadler (right) and Taylor Mills, of the MPAA (left), listen to i s Philip Gerard's report on press-response to the MPAA's "Big Year of Motion Pictures" campaign. general, as well as business, teen-age and women's, newspapers and magazines. About 311 dailies, with 500,000-plus readership, along with 5,000 radio and TV stations, are alreadv included in the all-out campaign. In New York alone, Ted Baldwin, MPAA program coordinator, revealed, the campaign has received pledges of cooperation from such influential opinion molders as The Times. Wall Street Journal. Herald Tribune. Journal-American. Daily News and United Press International. Taylor Mills, MPAA public relations director, urged exhibitors to aid the campaign on the essential grass-roots level by planting alreadysupplied MPAA kit stories in local media. Macy's Tells New York About 20th's 'Journey' Macy's may not tell Gimbels, but it's certainly willing to let all of New York in on the high esteem it holds for 20th Century-Fox's blockbuster, "Journey to the Center of the Earth." In fact, the world's largest department store has devoted its entire 3-ith Street w indow to ballyhoo the Charles Bracket! production. Fox has rilled the show w indow with attractive blow-ups of color stills from the film that ought to slow down pedestrian traffic on the busy Gotham thoroughfare, perhaps even long enough to read Macy's ow n rave endorsement of the film, coupled with a listing of "Journey" feature times at the Paramount Theatre. But 20th isn't stopping there in this prestige-laden local promotion stunt. Full-page tie-ih ads have already appeared in leading New York papers, designed to make nearlv twenty million readers aware (if they're not already) of the important "expedition" taking place in their midst daily. Now 10,000 reprints of the ads are being prepared for distribution w ith Macy's regular handbills to complete 20th's blanket coverage of the city. [ More SHOWMEN on Page 18 ] M-G-M New Faces Hit The Road to Ballyhoo What better wa\ to introduce new faces to the public than to send them out to meet in person their future fans? And that's exactly what Metro-Goldwyn-Mayer has been doing the last two months with three of its promising newcomers — Haya Harareet of "Ben Hur ', and Dean Jones and Kipp Hamilton of "Never So Few. In visiting almost every major U. S. city between them, the newcomers have not only given an extra sales push to their current pictures, but stimulated gratifying interest in themselves throughout the hinterlands. Exhibitors, it seems, are anxious to meet the youngsters who may one day bring patrons into their theatres, and news, radio and TV men, always on the look-out for something new, find fresh copy material in these potential stars of tomorrow. Another "new faces" plus, this time for the entire industry, rests in the fact that the youthful enthusiasm of the newcomers helps emphasize filmdom's new-found optimism on the local level. As a result of the attention attracted by these three newcomers, Metro plans to send more of its new faces out on the road. Now in line for the "touring treatment" are George Hamilton and Luana Patten, featured in "Home from the Hill," which looms large as one of Metro's biggest blockbusters in recent years. Metro neucomers Kipp Hamilton (left) and Dean Jones (right), both of "Sever So Feu", present check for paper's Christmas Fund to Cy Durgin. Boston Globe drama editor, during recent p.a. tour. Cash McCall' for a Day Philadelphia girls now have the chance to make their beaus Cash McCalls — for a day — in the contest sponsored by the Stanley Theatre to ballyhoo its world premiere of the Warner Bros. film. The v. inner of the letter contest (to be chosen by a special Jr. Chamber of Commerce committee, headed by president Nathan Feinstein) and her Cash McCall will be limousine-driven to a luxurious dinner, will see the film, and then host a champagne party. A $50 war bond prize is also included. Film BULLETIN January 4, 1 960 Page 17